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Express lets consumers shop magazine ad looks via mobile bar code effort

February 16, 2012

Express is letting consumers shop its mobile site and offering them a discount via a mobile bar code implemented in the company’s static Glamour magazine ad.

Express is one of many companies that is placing SpyderLynk’s Snaptags on the static ad pages of Glamour’s March issue. The mobile bar codes let consumers shop the products featured throughout the magazine.

Express is a retailer that specializes in contemporary clothes for men and women.

Glamour and SpyderLynk have worked together before on past mobile efforts.

Mobile look
The Express static magazine ad features two models sporting the company’s spring collection.

The Express magazine ad

On the bottom right hand side of the ad there is a Buy It Now Snaptag that encourages consumers to download Glamour’s Friends & Fans mobile app and scan the mobile bar code.

Additionally, readers can also snap a picture of the ad and send it to the short code 77865.

The Glamour March issue also has a full page dedicated to educating readers on how they can shop products featured on the pages of the issue by scanning the mobile bar codes with their mobile device.

When users scan the mobile bar code featured on the Express ad they are redirected to a mobile page that offers readers 15 percent off of their purchase when they like the company’s Facebook page.

Consumers can shop the collection via mobile

In addition, the mobile page features a tab that encourages users to shop Express’ mobile site.

When consumers click on the tab, they are redirected to a mobile page that features all of the clothing and accessories seen in the static magazine ad.

Users can view a description and price of each item and add it to their shopping bag.

An initiative such as this is a great way to educate users to make more purchases on mobile devices.

Consumers always have their mobile device with them and retailers and brands are seeing the potential of mobile and are continually offering users another channel to shop.

Magazine effort
In addition to placing Snaptags on several advertiser pages within Glamour magazine, SpyderLynk has also deployed its Snap-to-Buy technology through Glamour’s Apothecary Wall in New York.

The Glamour Apothecary Wall features a host of products that consumers can purchase directly from the shoppable wall using their mobile devices.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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